Head Of Marketing

About the Company

At Axis, we believe financial services should be simple, accessible, and built for everyone. Axis is a fully interoperable mobile wallet that enables users to send and receive money to and from any mobile wallet in Egypt, pay bills, shop online using a virtual Visa card, and make in-store payments through QR codes. Beyond consumer payments, Axis empowers businesses with seamless digital financial solutions. Our platform enables organizations to instantly pay salaries, supplier invoices, incentives, reimbursements, and other business disbursements directly to any mobile wallet in Egypt, helping businesses operate more efficiently and grow faster.

About the Role

We are seeking a strategic, data-driven, and growth-oriented Head of Marketing to lead Axis's end-to-end marketing function. This role is responsible for driving brand strategy, corporate communications, customer acquisition, retention, and sustainable business growth. As a key member of the leadership team, you will develop and execute integrated marketing strategies that strengthen Axis's market position, accelerate customer growth, build one of Egypt's leading fintech brands, and establish Axis as an employer and partner of choice. You will lead a high-performing marketing organization across Brand, Communications, Performance Marketing, CRM, Content, Creative, and Customer Engagement while delivering measurable business impact.

Responsibilities

Brand, Communications & Marketing Strategy Leadership

• Define and own Axis's overall marketing, brand, and communications strategy in partnership with the CEO and executive leadership.

• Build and strengthen the Axis brand, ensuring a consistent, compelling, and trusted brand experience across every customer and employee touchpoint.

• Develop integrated marketing and communication strategies that balance brand awareness with measurable business growth.

• Lead the company's corporate communications strategy, including public relations, media relations, executive communications, thought leadership, and corporate announcements.

• Drive employer branding initiatives in partnership with the People team to position Axis as an employer of choice.

• Ensure consistency in brand messaging, tone of voice, and visual identity across digital channels, retail presence, partnerships, social media, customer communications, and internal communications.

• Oversee creative direction for all campaigns, marketing assets, and customer communications to ensure high-quality execution and alignment with the Axis brand.

• Build and maintain strong relationships with media agencies, creative partners, influencers, and strategic partners to maximize brand visibility and reputation.

• Develop communication strategies supporting product launches, strategic partnerships, company milestones, and corporate initiatives.

• Monitor brand perception, customer sentiment, competitor positioning, and market trends, translating insights into initiatives that strengthen brand equity and trust.

• Partner with executive leadership to manage corporate communications and reputation during business-critical situations.

• Translate business objectives into measurable marketing KPIs and long-term brand and growth strategies.

Performance Marketing & Customer Acquisition

• Build and scale a best-in-class customer acquisition engine across digital and offline channels.

• Own the performance marketing strategy and optimize paid media investments to improve CAC, LTV, ROAS, conversion rates, and overall marketing ROI.

• Drive customer acquisition through digital channels, retail branches, kiosks, partnerships, and strategic alliances.

• Implement attribution models and advanced marketing analytics to support data-driven decision-making.

• Continuously test, optimize, and scale campaigns using experimentation frameworks and A/B testing methodologies.

• Manage significant marketing budgets with a strong focus on efficiency, scalability, and sustainable growth.

Customer Lifecycle, Retention & Engagement

• Develop and execute lifecycle marketing strategies that maximize customer activation, engagement, and retention.

• Design onboarding journeys that improve product adoption and customer education.

• Develop cross-sell, upsell, referral, loyalty, and re-engagement campaigns.

• Partner closely with Product, Data, and Customer Experience teams to analyze customer journeys, identify optimization opportunities, improve customer lifetime value, and increase engagement and transaction frequency.

Marketing Analytics & Budget Management

• Define and monitor key marketing KPIs including CAC, LTV, ROAS, retention, activation, conversion rates, customer acquisition cost, and channel performance.

• Own the annual marketing budget and allocate investments to maximize business growth.

• Build executive dashboards and deliver regular performance reports with actionable insights and recommendations.

• Leverage data and analytics to optimize marketing investments and support strategic decision-making.

Leadership & Cross-Functional Collaboration

• Build, mentor, and lead a high-performing marketing organization across Brand, Communications, Performance Marketing, CRM, Content, Creative, and Retail Marketing.

• Foster a culture of innovation, accountability, collaboration, continuous learning, and high performance.

• Partner closely with Product, Commercial, Sales, Operations, Finance, Technology, Customer Experience, and Leadership teams to align marketing initiatives with business objectives.

• Lead strategic marketing initiatives across the organization while ensuring operational excellence and execution quality.

Qualifications

• 7–12+ years of progressive marketing experience, including leadership roles.

• Proven experience scaling customer acquisition within fintech, digital banking, payments, telecommunications, or other high-growth technology companies.

• Strong expertise in performance marketing, growth marketing, digital acquisition, lifecycle marketing, CRM, and marketing analytics.

• Proven experience leading brand strategy, corporate communications, public relations, and integrated marketing campaigns.

• Strong understanding of brand positioning, storytelling, reputation management, employer branding, and executive communications.

• Experience managing significant marketing budgets and optimizing marketing investments to maximize ROI.

• Experience building and leading high-performing teams across growth, brand, creative, communications, CRM, and content marketing.

• Strong analytical mindset with the ability to translate data into business decisions.

• Excellent leadership, stakeholder management, and communication skills.

• Excellent written and verbal communication skills in both Arabic and English.

• Experience working in a fast-paced, high-growth environment is highly preferred.

Perks of Working @ Axis

• Medical Insurance (for you and your family)

• Life Insurance

• Gym Subscription

• Flexible PTO

• Competitive leave policy including extended maternity & paternity leave

• Opportunity to shape the future of one of Egypt's fastest-growing fintech companies

• Collaborative, innovative, and high-impact work environment

• Direct exposure to executive leadership and strategic business initiatives